Basics Marketing 01: Consumer Behaviour

by Hayden Noel

An up-to-the-moment overview of consumer behavior, this first book in the Basics Marketing series examines the role of consumers as individuals and decision makers. Using real-world examples, it explores the relationships between consumers and culture and looks at the impact of current trends, such as digital media and globalization, on consumer behavior. Clear visuals, end-of-chapter reviews, and exercises make Basics Marketing: Consumer Behavior an accessible introduction for anyone interested in consumer behavior and its role in marketing.

176 pages, Paperback

First published January 1, 2009

Reviews

[Ging · Rating 2 out of 5]

Having no background in the topic, I think the book offers a pretty complete overview on consumer behaviour. However, the language isn't that easy to follow and some of the case studies are rather outdated. I know it's a textbook (somewhat) but I've read tons that are more interesting.

[Amir Jabbari · Rating 4 out of 5]

I had taken some courses by Hayden before, his signature was visible in this book, he breaks down complex ideas into easy to understand bits with an wye for practicality

[Sourabh]

komal